TALK: Hands-on tools, tips and insights

The association’s role as the voice of the digital marketing industry is inseparable from the concerns that face everyone working in our industry today. This site provides a gateway to information and resources designed to answer those concerns and help promote the role of digital marketing as a key activity within the total marketing mix.

As the industry develops, ADMA aims to establish itself as a pillar of the industry, committed long term to driving the mediums growth and sophistication and provides focus and leadership for all sectors of the industry.

7^th December, 2006

Cliftons
33rd Floor,
9 Queens Road
Central Hong Kong

More Details of the Event

The Chinese Family Balancing Act

• Today’s Chinese families struggle with creating the perfect equilibrium between traditional family values and the modern world.

• They make it a point to often focus on health and low-tech activities to counterbalance the demands of being “always on.”

• In China 63% of parents believe their children don’t spend enough time outdoors. In the US is 34%.

• Online activities pursued as a family may include sharing photos, listening to music, playing games, instant messaging with common friends or relatives, or watching video.

• Of Chinese respondents, 59% watch streaming video online (vs. 25% globally), and 39% compete in online games (vs. 8% globally).

• Marketers need to be sensitive to representing alternate family scenarios and learn how to best reach and engage with different family types.

• Marketers need to better understand household decision making and where appropriate employ behavioral targeting to reach key constituents.

• One critical trend on Chinese families is the element of the “openness” of parents to input from their children and desire to have open communication.

• One of the reasons that more Chinese people are feeling closer to their families is their increased ability to stay in touch. This has an impact on big ticket buying decisions.

• Marketers should offer products which help improve personal efficiency or focus on relaxation to tap in to the desire for equilibrium.

Etching Your Brand To Thrive amidst Myriad Communications

21-22 August 2006, Swissotel Merchant Court, Singapore
24-25 August 2006, JWMArriott Hotel, Kuala Lumper, Malaysia

• Integrated advertising is about providing consumers with complete brand experiences that generate demand from awareness to purchase to loyalty.

• The role of integrated marketing is to …….

• Educate customers

• Provide detailed information on the Volkswagen range

• Create rewarding brand experiences

• Information sharing

• Generate sales

• Create a long-term love for Volkswagen

• ……throughout the Customer Life Cycle.

Friday 21st July, 2006

“Interactive Marketing and Advertising Trends”

Some highlights to the talk;

• The notion that consumers consume and producers produce is dying….
• “The most basic change has been a shift in the role of the consumer – from isolated to connected from unaware to informed, from passive to active…. increasingly, consumers engage in the process of both defining and creating value”
• Create a Brand Experience, Not an Impression
  • Leverage Interactivity
  • Pull the consumer in, get them to ‘lean forward’ and participate
  • Think about the length of the experience, the quality of the interaction, not just the number of consumers ‘reached’

30 August, 2005

Some highlights to the talk below;

• Children today are the first generation to know more, technologically, than their parents. This world of accelerated technology is one they feel very comfortable with.

• There is a steady increase in the use of the Internet by children, but also an increase in the use of mobile communications.

• We know they are masters of multi-tasking and they actively use these devices, either all or a selection thereof at the same time. Children understand non-linear communication, they are interdisciplinary, technologically affluent, accustomed to control and thrive on change. They lead multimedia lives.

• Kids live a double life and this is just the beginning

• The Virtual life: Kids solve their problems, as if it were a game

“Interactive Marketing and Advertising Trends”
Sofitel Wentworth Hotel, Sydney
18-19 August 2005

Some highlights to the talk below;

• How creative messaging can take a brand from being ‘just another voice’, to ‘someone consumers want to spend time with’
• Brands are learning a new consumer language. Speak only when spoken too.
  
• Today’s consumer want their online experiences with brands to be more relevant, vivid and useful.
  
• Online digital advertising industry will continue to grow because of the increased digital usage and time spent by consumers.
  
• There is a correlation between consumer media minutes and advertising spend. “Advertising dollars will follow the consumers”
  
• For the under-40 age group in Australia, the internet will become the primary media experience in the next 2-3 years.
  
• It’s now time to get thinking on how your brand can capitalise on the change of consumer behaviour to go from ‘just another voice’, to ‘someone consumers want to spend time with.

The Future of Interactive Advertising and Marketing Forum
June 28^th, 2005

Some highlights to the talk;

• We are shifting our media spend and focus to reach consumers where they are spending the most time
• By 2020 80% of all media we consume will be digital
• The Online/ Interactive Creative Revolution Has Only Just Begun
• In an age where consumers increasingly control their media, the rules of engagement have changed.  The most successful businesses of the future will be those who compel consumers to actively seek out and demand their brand
• The Internet is not media. Its an exchange of value between companies, customers and prospects.
• Today’s consumer want their online experiences with brands to be more relevant, vivid and useful.
• Future advertising using digital will blur the distinction between advertising, product information, and entertainment.

24TH of February, 2005

All eyes were on some significant new arrivals to the Australian media landscape, as broadcast industry representatives tackled the usual technical and commercial challenges, threats and opportunities at an annual industry summit this month.

Foxtel is about to launch it IQ personal digital recorder that will record two programs while playing back a third and has 160 hours of storage.

Meanwhile, Australian pay-TV channels are polishing their new digital capabilities with impressive multi-camera angle, multi-audio stream and enhanced content sports coverage spearheading an increasingly slick and attractive offering, similar to that seen in the UK.

The terrestrial commercial networks continue their efforts to diversify their revenue streams with SMS-based interactivity and web-based brand presence.

A mobile television trial based on DVB-H apparently ‘smells right’ according to telco Telstra, and Broadcast Australia continues to gain content and service momentum for its terrestrial datacasting trial.

The conference heard from satellite operator Austar about what interactive services have worked successfully in Australia, including some enhanced TV and games services, and those that have failed, specifically mail, shopping and banking, as well as from Emma Somerville about the BBC’s achievements back in the UK.

Telstra showcased its latest broadband content innovations and the Australian Broadcasting Corporation explained its content plans for a new channel, ABC2.

22nd of February 2005
Dockside , Sydney

Some highlights to the talk below;

• There is much more choice in all areas of life.

• Children undoubtedly have more power. Not only do they have their own disposable income but they also have a huge amount of influence on the purchases of the household.

• There is also a trend towards more fragmented family viewing. This is happening in an expanded media environment, with a massive explosion in the number of TV channels, comics, magazines, cinema screens, and so on. That expanded media environment now includes computers.

• Ultimately, the Internet will offer more entertainment variety than television. Mobility of tools such as cellphones, pagers and personal organisers will make it accessible anywhere, anytime, any place.

• Our children are building new global communities on the Internet and are changing the nature of their relationship with the world.